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Pepsi, Kleenex and Coors Light are among the top marketers whose regularly changing packaging has become a new ad vehicle meant to combat consumers' lack of attention to traditional TV spots and ads. "The media is fragmented, and we can't find people -- we can't get them to sit down and listen to our argument on a television spot," said Jerry Kathman, chief executive of branding shop LPK, Cincinnati. "The package can convey that argument."

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Pepsi, Kleenex and Coors Light are among the top marketers whose regularly changing packaging has become a new ad vehicle meant to combat consumers' lack of attention to traditional TV spots and ads. "The media is fragmented, and we can't find people -- we can't get them to sit down and listen to our argument on a television spot," said Jerry Kathman, chief executive of branding shop LPK, Cincinnati. "The package can convey that argument."

Pepsi, Kleenex and Coors Light are among the top marketers whose regularly changing packaging has become a new ad vehicle meant to combat consumers' lack of attention to traditional TV spots and ads. "The media is fragmented, and we can't find people -- we can't get them to sit down and listen to our argument on a television spot," said Jerry Kathman, chief executive of branding shop LPK, Cincinnati. "The package can convey that argument."

Pepsi, Kleenex and Coors Light are among the top marketers whose regularly changing packaging has become a new ad vehicle meant to combat consumers' lack of attention to traditional TV spots and ads. "The media is fragmented, and we can't find people -- we can't get them to sit down and listen to our argument on a television spot," said Jerry Kathman, chief executive of branding shop LPK, Cincinnati. "The package can convey that argument."